It’s important to understand where your ads appear on the search page to determine if you should increase your bids or change strategy to be competitive. One metric that advertisers use to asses where their ads are showing up is average position.
However, average position has never been a clear representation of exactly where your ad appears on the search results page. Average position reflects the order that your ad appears versus the other ads in the auction on the search page. The first ad slot is not always at the top of the page above organic results. Sometimes no ads are displayed above the organic results so an ad with position one may appear at the bottom of the page.
Google Ads has four ad position metrics that can provide advertisers a clearer understanding of where their ads are showing up in search results.
- Impression (Absolute Top) % – The percentage of your ad impressions that are shown as the very first ad above the organic search results.
- Impression (Top) % – The percentage of your ad impressions that are shown anywhere above the organic search results.
- Search (Absolute Top) IS – The impressions received in the absolute top position divided by the estimated number of impressions you were eligible to receive in the top location.
- Search (Topping ) IS – The impressions received in the top location compared to the estimated number of impressions you were able to receive in the top location.
To summarize, The first two metrics show when and where ad impressions display above organic results. The two impression share metrics show the share of impressions that were eligible for top-of-page impressions, above organic results.
If you have been using the average position to determine where your ad appears on the page, use these four metrics to get a better description of where your ad stands against the competition.